ASA upholds Tesco complaint against Safeway press ad

By JOHN TYLEE, campaignlive.co.uk, Friday, 11 December 1998 12:00AM

Tesco has scored a win over Safeway after claiming its supermarket rival had manipulated price comparisons in an ad to imply it was cheaper.

Tesco has scored a win over Safeway after claiming its supermarket

rival had manipulated price comparisons in an ad to imply it was

cheaper.



The row surrounded a regional press ad for Safeway which carried the

headline, ’Mum says Tesco aren’t very good at sums.’



The Advertising Standards Authority ruled that the ad, by Bates Dorland,

was misleading and that the headline should not be used again.



Tesco complained that the ad, featuring receipts from Tesco and Safeway

for the same 19 items, was unfair because 85 per cent of the claimed

savings came from only four items and Safeway used special offer

products to imply it was 11.4 per cent cheaper.



Meanwhile, Harvey Nichols has been censured by the ASA for running a

magazine ad which demeaned women and trivialised childbirth.



Travis Sennett Harari’s ad showed the lower legs of a woman who had just

given birth wearing a pair of gold stiletto sandals. The headline

announced: ’A new shoe department is born.’



The ASA has also clashed again with City Trading, two years after the

company unsuccessfully appealed to the High Court to overturn an ASA

ruling against it.



The authority has ordered a mail-order ad in the national press - which

promoted a ’potency pill’ called Vigorex, a drug it claimed had ’swept

America’ - to be changed. The ASA backed complaints that the ad implied

the pill was Viagra.



This article was first published on campaignlive.co.uk

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